Introducing The Wrap Sheet

Introducing The Wrap Sheet
May 11, 2016 Gerard Fane
Wrap Sheet

Our Weekly Look at Trending Mobile Marketing News

This week, Wrap introduces The Wrap Sheet – a weekly quick view of the top mobile marketing news. As we track what’s happening in the industry, we will share some insight and on occasion, challenge conventional thinking in the world of mobile marketing. These Friday posts will also include general links to help you stay up-to-date on what’s happening in the industry.

Among key news this week, Microsoft announced the eventual phase out of Azure Mobile Services, in hopes that users will swap over to the Azure App Service. By focusing on the developer community, Microsoft is looking to bundle web and app development. Missing link in this strategy, though, could be the fact that it doesn’t focus first on mobile engagement and what a user needs. This begs the question of whether this will just add more clutter to the already cluttered app space (A topic we discussed earlier this week on our blog).

The battle over VR headsets looks like it’s about to get more interesting, with Android VR expected to debut next week.  Rumors abound that the new offering will be standalone from a mobile phone. But where VR sits in the world of mobile marketing is still ill defined at best.

Also, a new report from Hitwise indicates that consumers want coupons served up to their mobile devices more than ever. Coupon and other deal-oriented searches while customers are in the store are increasing like crazy. Surprising? Not really.

Here are links to these and other top stories in mobile marketing this week:

Microsoft Migrating Azure Mobile Services to Azure App Service

Microsoft is reportedly phasing out Azure Mobile Services suite in hopes that users will switch to the Azure App Service. The app service, introduced in 2015, is for the developer market for apps and websites.

Android VR Headset Might Debut at Google I/O

Next week’s Google I/O might include a peak at a stand-alone Android virtual-reality headset. Rumors are that the headset will not require a smartphone connection.

New Report Shows Mobile Users Want Coupons

Consumers are apparently fixated on searching for coupons and instant offers via mobile devices. Many brick-and-mortar retailers now see the majority of searches for deals originating on the mobile. A new Hitwise report shows consumers are using devices in stores to find deals.

New Study: App Store Presence Boost Downloads – Usage Fades

To get downloaded, App store presence are the big boost initially. According to App Annie, games benefit most, but most of the gains vanish quickly as usage drops over time.

Commentary: Reaching, Engaging Millennials

Marketers focus a lot of attention on using apps and discounts to reach millennials. Ibotta Chief Operating Officer Kane McCord looks at other options to reach younger users.

Interpublic Shifts $250 Million from TV Ads to Mobile – Specifically YouTube

A new report shows Interpublic’s ad buying division Magna Global is moving a sizable share of TV ad spending to mobile video. Still heavy on TV spend, mobile-focused ad revenue is growing fast.

Mobile Users Hitting Pirate Sites in Growing Numbers

Streaming versus downloading content is trending up, along with a bump in mobile access to pirate sites. Content protection company MUSO says pirate site visits via mobile are up 8 percent from 2014 to 2015.

Will Google Start Vetting Ads?

Reports indicate Google is looking into the possibility of an acceptable ads policy. Insiders say it’s part of a fight against ad blocking and interruptive advertising. It could result in tighter standards for ads on Google and YouTube.

New Look for Instagram

A new icon and more black & white design elements abound in a new look for Instagram – along with other changes with an eye toward a revamp look.

Award Opps Coming in the 2016 Smarties with the Call for Entries Now Open

2016 Smarties Awards is coming. This is an opportunity to highlight top talent in Mobile Marketing.

DARPA Seeks to Target and Predict Online Criminal Behavior

The US Defense Advanced Research Projects Agency (DARPA) is developing new tech that could potentially reveal the actions of online criminals and bad actors – yet protect sources and methods. A mix of physical and behavioral biometrics and other open-source data could potentially link past and present activity with potential future malicious behavior.


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